Restaurant or retail owners want to know their customers. They want to know their likes, age groups and interest groups. How can merchants track such data easily and effectively? How can they reward returning customers? Old school practices such as satisfaction survey paper forms, clicking on the email link or reading from facial or verbal cues are neither quantifiable nor effective. In addition, data collected are mostly irrelevant, resulting in a garbage-in-garbage-out outcome.
Existing solutions that coalesce customers profile data into a CRM still fall short on the effectiveness or efficiency. The process of transferring data from the source to the CRM still requires an element of repetitive human labour. Moreover, ensuring quality data from the source is challenging because validation is too cumbersome or impossible.
The social WiFi technology answers these age-old questions, "Who are my customers?" and "Why do they come back?". Data consumption has increased tremendously over a decade. Consumers are hungrier than ever and merchants can satisfy the hunger by offering free WiFi. Customers’ social information is channelled into a CRM system immediately and they are almost validated by the social media platform they sign in from.
The WiFi channel can also be extensions of business services. For example, the customers may order a menu item, request for service or transact a payment right after signing in. Since WiFi is already a part of all devices, the use of WiFi channel to push these services down to customers are trouble-free and blend in well into the captive portal experience.
Technology Features, Specifications and Advantages
The solution leverages the existing WiFi technology that powers all devices we carry today. By tweaking the handshake and negotiation between a device and the WiFi network, a workflow can be triggered to enable certain business actions to execute. For example, if the user is requesting access to the WiFi network, the landing page is shown and a welcome email is sent after successful authorization.
The landing page itself is highly customizable with various settings made available to merchants on their merchant's account. They can upload media files, attach them to a fully customized landing page if branding is desired. Out of the box, the standard landing page looks visually appealing to the eye and responsive to all devices. Flexibility is the key here and merchants can go full customized or stick to standard design.
On the merchants’ side, they have access to a dashboard widgets to preview general breakdown on their WiFi users demographics. A cursory glance on the widgets reveals immediate insights on customers behaviours. For example, if a merchant is running an advertising campaign in the month of June targeting teens and yet obverse a fall in WiFi usage, we can logically conclude that the campaign is not performing to expectations.
Although WiFi is generally well-known for wireless Internet access within a defined space, WiFi can be used as a base technology to create interest and practical applications. These applications usually have use cases that usually involve space that spreads out radially.
A practical application for the WiFi-based solution is crowd control in a concert. A concert goer has to connect to the WiFi network, get authorization from the network and use the generated QR Code from the authorization as proof of entry. The QR code is specific to the location of the concert so there’s no possibility of tampering. The number of concert goers can be tallied with each QR code scan.
Another awesome application is that WiFi can be used to monitor foot traffic within an area. This would be beneficial to events or exhibitions where crowd control within the restricted area is required. Alternatively, foot traffic can be a barometer of the popularity of certain exhibits. WiFi is definitely a good candidate for foot traffic measurement.
WiFi is also an excellent choice to extend business services within a localized area with little investments. An application can leverage on the captive portal landing page to promote (or enforce) certain business functions for the benefits of both service providers and consumers. For example, a restaurant owner can use the WiFi as a buzzer call for waiter services.
This solution may be applicable to the following industries, but not limited to :
Bars & restaurants, hotels, resort, schools, colleges, universities, malls, museums, convention centres, etc.
Both merchants and customers can benefit tremendously from the social WiFi experience. Relevant and engaging content can be pushed down to customers with ease via the captive portal landing page. Also, convenient business services can be made accessible from the captive portal and thus, improving the level of customer service.
Customers usage of WiFi-based applications is an opportunity for the system to learn patterns and behaviours. With the rising popularity of AI, learning and understanding customers behaviour have become a must-have for merchants to have an edge over competitors. We will make this awesome tool available to merchants in the near future and allow merchants to empower their business with AI with actual, credible and quality customers data.
Armed with a tool to understand customers, merchants, merchants can then reward their customers accurately effectively. Campaigns can be created to target certain segments of customers or coupled with events that match customers profiles. A more exciting aspect of that merchants can start cross campaigns with each other, creating an ecosystem of customers who are rewarded and engaged.